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Noam Schwartz, Business Development, SimilarWeb In less than a year since inception, SimilarWeb's API generated hundreds of thousands of dollars in sales. This happened without heavy investment on marketing, sales people, BI infrastructure or dedicated R&D. In order to achieve those numbers while still focusing on their main product, the company used dozens of growth hacking techniques inspired by their team members' extensive experience in both B2C and B2B products. Noam Schwartz, head of SimilarWeb Labs, will demonstrate some of the hacks the company used in order to create an entire sales engineering team without hiring a single person, how to get your first 100 clients without investing any money on marketing and how a Google Spreadsheet generated over $100,000K in sales.
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Maximizing Your API Revenues
Hacks, Shortcuts and best practices.
Noam Schwartz noams@similarweb.com @NoamSCH
SimilarWeb Measure, analyze and rank every website on the internet and deliver
these insights to our customers
Our Technology
September 30, 2014 Business Proprietary & Confidential 3
Crawler (2B page/mo.)
Clickstream – Web & Mobile (Tens of Millions monthly
users)
Website Data Analysis
Tagging Categorization Traffic Ranking Technologies
How it all began (for me)
SimilarWeb <dev>
September 30, 2014 Business Proprietary & Confidential 10
SimilarWeb API Usage by Clients 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Revenue / Marketing Spend
0%
50%
100%
150%
200%
250%
January Febuary March April May June July
Income vs. Marketing Spend
Revenue Growth Marketing Spend
PRODUCTSALESSUPPORTBI QAMARKETINGDEVOPS ACCOUNTMGMTCONTENT COMMUNITYINTEGRATION SECURITYPAYMENTS
Our Plan
1. Setup 3. Op+miza+on 5. Scale
2. Discovery 4. Validation
1 product 1 web developer 1 backend developer
1 product 1 web developer 1 backend developer 1 designer 1 Marketing / Community Ad-hoc BI and Automated M.
Dedicated Team
2 Sales / Support Marketing Developer Relations Ongoing tech support based on dedicated team
Reality
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #1 Know How To Count
Units Usage / Units Sold 0.75-1
Cost Per Lead
<$100
Time to purchase
<30D
Leads Conversion
>10%
For some more ideas
(http://slidesha.re/1af301I)
What’s going on?
Marketo 1.8%
Newsletters 2.5%
Display 5.4%
Paid Search 6.5%
Rest 7%
Media Buy 8%
Referral 13.5%
Organic Search 28.4%
Direct 29.9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lead Sources Breakdown
Email 0.5%
Social 1%
Paid Search 4%
Direct 5%
Organic Search 7%
Display 27%
Referral 14%
Other 41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Traffic Sources Breakdown
September 30, 2014 Business Proprietary & Confidential 21
Find Anomalies
Traffic Leads
September 30, 2014 Business Proprietary & Confidential 22
Love your Competitors
2
3
1
4
Communities
September 30, 2014 Business Proprietary & Confidential 23
Github, Stackoverflow, RubyGems,
ProgrammableWeb, Mashape
Take Action
September 30, 2014 Business Proprietary & Confidential 24
Engage Partner
Takeover Buy Give
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #2 Do Things That Don’t Scale
Sales and Support Flow
Trial Organic
Misc
Paid
X% Developer Portal
Purchase
Marketo – Periodic Reminder Emails
Lead Nurturing– Dedicated AM
Customer Support Tier 1 Chat Desk
Customer Support Tier 2 - Data Related Questions
Customer Support Tier 3 - IT related Questions
Y% Upsell Z%
Automatic
Manual
Customer Support
30%
57%
13%
Clients Engagement with API Team
No Touch
1st Tier
2nd + 3nd
312 Personal (non-canned) Emails
274
Welcome Emails
21 Other Interactions
55
Sales and Support Phone Calls
“Wax on, Wax off”
September 30, 2014 Business Proprietary & Confidential 29
Partner
September 30, 2014 Business Proprietary & Confidential 30
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #3 Get Help
Lesson #4 Hitchhike
D&B
September 30, 2014 Business Proprietary & Confidential 34
Azure Data Marketplace
September 30, 2014 Business Proprietary & Confidential 35
Salesforce Appexchange
Google Docs
Product a Week Policy
September 30, 2014 Business Proprietary & Confidential 38
SimilarWeb API Usage 2014
-
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
January Febuary March April May June July August
API Calls
Lesson #1 Trust the Numbers
Lesson #2 Do Things That Don’t Scale
Lesson #3 Get Help
Lesson #4 Hitchhike
Thank You!
September 30, 2014 Business Proprietary & Confidential 44
Noam Schwartz noams@similarweb.com @NoamSCH
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